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Descripción Taschenbuch. Condición: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Aligning brand understanding and commitment amongemployees with the external brand promise has becomethe new hype in modern management. But the theory hasas many subscribers as it has tales of failure. Inmany cases, marketing practitioners charged with thetask of turning employees into brand champions resortto those instruments they know best from theirproduct branding expertise. However, an employee''srelationship with a corporate brand is far morecomplex. Based on an extensive review of theliterature as well as on primary research across theretail and hospitality sectors in Ireland, this bookidentifies 26 key factors of failure and success ininternal branding. The author, Kai Mahnert, proposesa comprehensive definition and categorisation ofinternal branding as an inter-departmentalcommunication effort and puts forward a consolidatedframework ('CIBF') for the conception, implementationand evaluation of internal branding programmes. Thus,this book is aimed at marketing and brandpractitioners seeking to organise their internalbranding, as well as scholars and researchers insearch of new impulses. 140 pp. Englisch. Nº de ref. del artículo: 9783639121049
Descripción Taschenbuch. Condición: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Aligning brand understanding and commitment amongemployees with the external brand promise has becomethe new hype in modern management. But the theory hasas many subscribers as it has tales of failure. Inmany cases, marketing practitioners charged with thetask of turning employees into brand champions resortto those instruments they know best from theirproduct branding expertise. However, an employee''srelationship with a corporate brand is far morecomplex. Based on an extensive review of theliterature as well as on primary research across theretail and hospitality sectors in Ireland, this bookidentifies 26 key factors of failure and success ininternal branding. The author, Kai Mahnert, proposesa comprehensive definition and categorisation ofinternal branding as an inter-departmentalcommunication effort and puts forward a consolidatedframework ('CIBF') for the conception, implementationand evaluation of internal branding programmes. Thus,this book is aimed at marketing and brandpractitioners seeking to organise their internalbranding, as well as scholars and researchers insearch of new impulses. Nº de ref. del artículo: 9783639121049
Descripción Kartoniert / Broschiert. Condición: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Mahnert KaiKai Mahnert (MBS in Marketing) is a brand consultant at DeekelingnArndt Advisors in Communications GmbH. He has previously workednas a marketing consultant in Ireland and was a research fellow innthe Faculty of Commerce at. Nº de ref. del artículo: 4959334
Descripción Paperback. Condición: Brand New. 140 pages. 8.66x5.91x0.34 inches. This item is printed on demand. Nº de ref. del artículo: zk363912104X